Agenda item

            The Committee considered the undernoted report:

 

“Relevant Background Information

 

      The purpose of this paper is to provide Members with an overview of current Council support for the development of Belfast’s independent retail sector and to propose an action plan for the further development of this sector during 2009/10.  

 

      Members may be aware from previous meetings of the Development Committee that Belfast City Council is currently proactive in supporting a wide range of initiatives to assist in the development and promotion of the independent retail sector across the City.  While there are a number of interventions underway at present, up to date research along with specific recent demands from trader groupings have identified additional potential interventions which would support the further development of the sector. 

 

      Members are asked to note that a budget of £120,000 was approved at the May 2009 meeting of Development Committee as part of the Departmental Business Plan to support independent retail in the City. 

 

Key Achievements/Outputs to Date

 

      A thriving independent retail sector is important for the vitality and variety of our City, and the Council has been instrumental in developing and delivering a number of initiatives to ensure the sector continues to flourish and that Belfast develops into a vibrant and attractive place for residents, workers and visitors. 

 

      Research

 

      In 2008 Council commissioned research to establish area?specific data regarding the size, sector and geographical locations of independent retail within Belfast.  This research also considered the underpinning strengths and weaknesses of the sector and has since allowed the Council to identify a range of targeted interventions that will help fill gaps in provision that have been identified by independent retailers and key stakeholders across the City. 

 

      Retail Therapy Programme

 

      The Council has been proactive in developing the independent retail product in the City and created a bespoke Retail Therapy Programme - a tailored business development initiative which targeted over 60 owners and managers of independent retail outlets throughout Belfast.  Each retailer undertook a business needs audit to identify the key issues facing them in their business, and this was followed by the creation of individual improvement plans.  The businesses which took part were eligible for small grants from the Council to help with the implementation of their improvement plans, therefore providing long term benefits to each participant.  The participants on Retail Therapy greatly valued the Programme and provided feedback regarding areas of future support.  Requests were made for supplementary one-to-one mentoring and long term consultancy support, additional training and masterclasses, support for trader groupings, cooperative marketing activities for independent retailers and grants for improved signage.  These requests for additional support have been considered in the Retail Sector Support Plan. 

 

      Hospitality and Retail Training for Employment (HARTE)

 

      The Council designed and developed a bespoke Hospitality and Retail Training for Employment programme in January 2009.  This programme will create 200 jobs for the long term unemployed in Belfast in the hospitality and retail industries over a period of three years.  The Council formulated HARTE and took a lead role in securing funding from the Northern Ireland European Social Fund programme for the period 1 April 2008 to 31 March 2011.  The value of this project is £495,000.  The first year of HARTE has been very successful, with 43 students graduating in May 2009 with an average of four accredited qualifications each.  20 delegates have secured employment to date and interviews are ongoing.  The second year is well underway and a target of 90 participants is expected to be exceeded by the end of the calendar year. 

 

      Retail Masterclasses

 

      The Council took the initiative of designing and delivering a series of retail masterclasses for independent shops.  To kick-start the programme Geoff Burch, presenter of BBC2`s hit show `All Over The Shop’, delivered a Retail Masterclass on behalf of the Council at Belfast Waterfront Hall on 22 January where he gave local retailers advice on making the most of their businesses to weather the current economic climate and provided tips on improving customer service, motivating staff, identifying and maximising marketing opportunities and improving sales.  At this event Belfast City Council launched a series of six additional retail masterclass workshops – open to all independent retailers across Belfast and offered free of charge.  These classes were delivered during February and March and were attended by approximately 120 independent retailers across the City.  Feedback from these sessions has been extremely positive and many whom attended have indicated an eagerness to attend similar Council led events in the future.

 

      Evening Economy Initiative

 

      The development of the Council’s Evening Economy initiative has allowed participants to reap the benefits of the extra footfall in the City centre.  We now publish an Evening Economy e-zine which has replaced the More Time Publication and is distributed twice a month through the Belfast Visitor and Convention Bureau (BVCB).  This e-zine contains information on events taking place in the evenings and special offers for shops/restaurants.  The e-zine is distributed to 1,300 businesses that distribute it to their staff, increasing readership to approximately 50,000.  An evaluation of the e-zine will be conducted in early Autumn which will help shape the development of a fully comprehensive e-communications strategy.

 

      Belfast Shopping Guide

 

      The production of a new ‘Belfast Shopping Guide’ in partnership with BVCB has also helped to promote speciality, luxury and niche retail brands in a very targeted and effective way. 

 

      Belfast Shopping Festival

 

      The Council delivered the very first Belfast Shopping Festival throughout the month of April 2009 in four locations in Belfast – Bloomfield Avenue and Belmont Road, Belfast City Centre, Lisburn Road and Ormeau Road and the Falls and Shankill Roads.  This was a major initiative to support the retail sector, and a platform to promote their business and attract new customers.  The Festival in each area encompassed a mix of events, competitions, promotions, street entertainment and in-store activities.  This multi-award winning Council initiative provided free marketing for companies taking part through press and outdoor advertising campaigns.  As part of the Belfast Shopping Festival Smithfield Market played host to an Urban Edge Fashion Show which utilised all products available from Smithfield traders. 

 

      New Market Opportunities

 

      Opportunities have also been given to independent traders to showcase and sell their products and services in open spaces and Council-managed Parks and in other prime outlets e.g., the Christmas Continental Market, Crescent Open Space and more recently, Victoria Square.  Council took the lead in establishing a Sunday craft market in Victoria Square to support small craft producers access a new market opportunity by making them visible in an area of high footfall.

 

Both Smithfield and St George’s Markets are operating at full capacity  and opportunities are also being explored for further licensed market sites/street trading pitches in the Cathedral Quarter.  Marketing plans for traders have been established at St George’s and Smithfield which have led to new activities including an alternative fashion show at Smithfield and now frequent demonstrations and entertainment at St. George’s.

 

      Renewing the Routes

 

      As part of Belfast City Council`s ongoing Renewing The Routes Programme, over 100 small businesses across the City have bright new signage, lighting and frontages.  Three phases of shopfront renewals have been completed on the Falls Road, as well as two schemes on the Shankill Road.  A further project on the Springfield Road was completed in April, at the same time as one on the lower Crumlin Road, and a similar scheme has just begun at the shops at Ardoyne.  By upgrading shop frontages, Council is prompting developers to realise the potential of commercial premises that exist throughout the City. 

 

      Full Summary

 

      These are just a few examples of the ongoing work that Council has taken a lead role in to make Belfast a healthy economic city for independent and speciliality retailers.  A full summary of all current Council support for the development of the independent retail sector is contained in Appendix 1 (which is available on Modern.gov). 

 

      New Retail Sector Support Plan 2009/10

 

      The current economic recession presents real challenges for our independents and Council is keen to ensure that traders in the City receive the support required to help them through these difficult times.  Having considered the key findings from recent research and feedback from participants on Council-led initiaitves, a draft action plan for 2009/10 has been prepared for Members’ consideration and is contained in Appendix 2 (which is available on Modern.gov).  This report indicates the significant support mechanisms already in place for the sector within the Development Department and across the wider Council services. 

 

      Proposed actions have been identified within the following themes:

 

1.      Capacity building and skills development

2.      Marketing, promotion and branding

3.      New product development support

4.      Physical environment

 

      Activities proposed under each of these themes along with estimated budgetary implications are listed below.

 

Theme	Activity	Budget
Capacity building and skills development	Retail Therapy Programme	£50,000
	Hospitality and Retail Training for Employment Programme (HARTE)	*
	Retail Survival Surgeries	*
	Local Sourcing Initiative	Investigate possible sources of funding
Marketing, promotion and branding	Collaborative Marketing Campaigns for Trader Groups	£30,000
	Online Retailing Support	£5,000
	Independent Retailer of the Year Award	*
	Conference for NI Retailers	*
	Promotion and Profiling of Champions in the sector	No costs associated with this activity
	Evening Economy Initiative	Investigate possible sources of funding
	Support for Independent Fashion Design	Resource commitment unknown
New product development support	Opportunities for Independent Retailers through Parks and Open Spaces	£25,000 (already approved by Council)
	Thimble Group	*
	Craft on the Concourse	*
	Market Sites/Street Trading	*
Physical environment	Animation of Core Trading Hub	£10,000
	Graffiti Prevention and Removal	*
	Dressing of Vacant Units	*
	Shop Frontage Improvements	*
	Transport and Car Parking Issues	*
	Festive Lighting	Resource commitment unknown
	Total	£120,000

 

* Resources already committed from other sources or no additional resources required.

 

      The aims of such activities and improvements will only be achieved through co-ordinated activity between Council, local partnerships, public bodies and private interests.  Partnership and collaborative working therefore lie at the heart of our Retail Sector Support Plan. 

 

      Progress reports will be presented to Members in due course. 

 

Resource Implications

 

      A budget of £120,000 was approved as part of the Departmental Business Plan at the May 2009 meeting of the Development Committee.  

 

Recommendations

 

      Members are asked to note the contents of this report and to approve the proposed Action Plan for 2009/10. 

 

Decision Tracking

 

      No decision tracking applicable as report is for notation only.

 

Key to Abbreviations

 

      BVCB        Belfast Visitor and Convention Bureau

      BCCM       Belfast City Centre Management

      HARTE     Hospitality and Retailing Training for Employment”

 

            In answer to a Member’s questions, the Head of Economic Initiatives indicated that Belfast City Centre Management had not been referred to in the report since the Support Plan operated throughout the City, rather than in the City centre only and the Belfast Metropolitan College delivered the Hospitality and Retail Training for Employment Programme through the courses which it operated.

 

            After further discussion, the Committee adopted the recommendations contained within the report.